At a time when it is not possible to enjoy the city with total normality, Zalando has fused fashion, creativity and technology to present its new collection in a way never seen before and adapted to the circumstances to present its new Streetwear collection. Joining forces with Google Maps and Google Street View, Zalando has created the first 360º and geolocated lookbook, which users will be able to discover in the same way that they search for their favorite addresses on their mobiles and computers. In this way, Zalando becomes the first company in Spain to launch a campaign of these characteristics.
Under the motto Street it all, the campaign of Zalando places his main looks in the key points of the four Spanish cities most influential in the Streetwear universe: Madrid, Barcelona, Valencia and Malaga. This campaign has turned a large number of creators and influencers into models, including the main agitators of the movement in our country.
“With Street It All we wanted to vindicate the importance of streetwear today, which has become one of the most important movements in current fashion“, Explain Riccardo Vola, General Manager Southern Europe and Zalando Gift Cards. “Taking into account the current pandemic, we wanted to make use of technology by moving the campaign to a virtual environment, hand in hand with Google Street View and Google Maps, reaching our consumers in a totally innovative and creative way”.
Specifically, the photos have been taken in reference locations of urban culture, such as the neighborhood of Malasaña Y Slaughterhouse in Madrid, the MACBA square and the aOld Fabra i Coats textile factory in Barcelona, the Carmen neighborhood and the MUVIM in Valencia or the skatepark Rubén Alcántara and the area of SoHo In Malaga.
The campaign is complemented with OOHs (Out of Home: posters and posters) in the four cities, in which, through a QR code, users can visit the different locations in Street View on their mobiles. In fact, in some of the locations where photoshoots have been carried out, large ‘pings’ (Google Maps symbols) have been installed that also include the QR.
With this innovative project, Zalando demonstrates its firm commitment to urban culture and streetwear, a territory in which it has become an absolute reference in the field of online shopping. His new campaign is a tribute to skateboarding, trap, graffiti and so many other creative expressions typical of the younger audience.
“More than fifteen years ago we decided to map the world and since then, Google Maps has evolved from a simple navigation tool that takes you from point A to B to a product that helps you to orient yourself but also to discover and enjoy the world. Zalando’s campaign is a great – and creative – example of that innovative philosophy that has accompanied Google since we started.“
Ramiro Sánchez, Google Marketing Director for Spain and Portugal.
Among the crew recruited by Zalando for the campaign is the youtuber responsible for the ‘streetwear’ phenomenon in our country, ByCalitos, fashion photographers like Rocío Aguirre and Juanma Jmse, skaters like the Olympian Andrea Benítez and Joan Galcerán, musicians like Alba Reche, Paula Cendejas, DJ Alvva or the versatile Edgar Kerri, as well as fashion influencers with a legion of followers such as Marc Forné or Alba Miró. There is also, among many others, the illustrator Be Fernández, the activist Marina Gomes, also known as Afrofeministe, or the stylist of the moment, Helena Contreras, who in addition to posing has also been in charge of dressing the twenty-nine protagonists of the lookbook, including herself herself. Photography is carried out by the duo of photographers Qandcumber, specialized in urban imagery.